Let’s explore pros and cons of finding research participants using existing users, intercepting live visitors, or using market research or UX tool panels. We’ll cover best practices for screening and incentivizing participants so you can make sure your research efforts are as effective as possible.

1. Hello, Burlington!

2. Getting the Right
Research Participants @MandaLaceyS | #UXB18

3. “Recruit loosely, and grade on a
curve.”
- Steve Krug
@MandaLaceyS | #UXB18

4. @MandaLaceyS | #UXB18@MandaLaceyS | #UXB18

5. @MandaLaceyS | #UXB18

6. @MandaLaceyS | #UXB18
Define who you should talk to.
@MandaLaceyS | #UXB18

7. @MandaLaceyS | #UXB18

8. @MandaLaceyS | #UXB18

9. You don’t
need formal
personas to
define targets.
@MandaLaceyS | #UXB18

10. At a
minimum,
define who
you don’t
want to talk
to.
@MandaLaceyS | #UXB18

11. @MandaLaceyS | #UXB18
Translate those traits
into a screener.
@MandaLaceyS | #UXB18

12. Let me tell
you a secret.
@MandaLaceyS | #UXB18

13. Screeners are
basically
specialized
surveys.
@MandaLaceyS | #UXB18

14. Ask precise questions.
Which snack is most delicious and nutritious?
Apple
Cookie
Chips
Carrot
Brownie
Cheese
@MandaLaceyS | #UXB18

15. Ask precise questions.
Which snack is most delicious and nutritious?
Apple
Cookie
Chips
Carrot
Brownie
Cheese
Probably most nutritious.
@MandaLaceyS | #UXB18

16. Ask precise questions.
Which snack is most delicious and nutritious?
But most delicious?
Apple
Cookie
Chips
Carrot
Brownie
Cheese
@MandaLaceyS | #UXB18

17. How often do you take a shower?
Every day
Every other day
Every 2-3 days
Every 3-4 days
Every 5-6 days
Once a week or less
With precise answers.
@MandaLaceyS | #UXB18

18. How often do you take a shower?
Every day
Every other day
Every 2-3 days
Every 3-4 days
Every 5-6 days
Once a week or less
What if I shower every 3 days?
With precise answers.
@MandaLaceyS | #UXB18

19. How often do you take a shower?
Every day
Every other day
Every 2-3 days
Every 3-4 days
Every 5-6 days
Once a week or less
(Promise, I showered today)
With precise answers.
@MandaLaceyS | #UXB18

20. How often do you go to the grocery store?
Not that much
Sometimes
Often
Pretty often
Really often
Super often
With precise answers.
@MandaLaceyS | #UXB18

21. How often do you go to the grocery store?
Not that much
Sometimes
Often
Pretty often
Really often
Super often
WTF does often mean?
With precise answers.
@MandaLaceyS | #UXB18

22. How often do you go to the grocery store?
Every day
A few times a week
Once a week
A few times a month
Once a month or less
I don’t go to grocery stores
BETTER
With precise answers.
@MandaLaceyS | #UXB18

23. Which of the following best describes you?
Sassy
Classy
Bada**-y
Make sure there are
appropriate answers.
@MandaLaceyS | #UXB18

24. Because what if…
@MandaLaceyS | #UXB18

25. Because what if…
@MandaLaceyS | #UXB18

26. Make it easy to answer.
Have you bought a television in the last month?
Yes
No
@MandaLaceyS | #UXB18

27. But. Not too easy.
Do you want to be in our study?
Yes
No
@MandaLaceyS | #UXB18

28. Try something like this instead.
Which of the following have you purchased in
the last month?
Mobile phone
Tablet
Television
Laptop
Desktop
None of the above
@MandaLaceyS | #UXB18

29. You can also have multiple “right” answers.
How many Apple devices do you own?
0
1
2
3
4
5 or more
@MandaLaceyS | #UXB18

30. You can also have multiple “right” answers.
Maybe I want to talk to anyone who has 3 or more.
How many Apple devices do you own?
0
1
2
3
4
5 or more
@MandaLaceyS | #UXB18

31. Sequence Matters
Prioritize.
@MandaLaceyS | #UXB18

32. Remember
that a
screener
may be
your first
interaction.
@MandaLaceyS | #UXB18

33. In short:
1. Follow the standard rules of crafting
great survey questions.
2. Prioritize question order to disqualify
people.
3. Ask only what you need.
4. Set the stage for a good interaction
by setting tone and expectations well.
@MandaLaceyS | #UXB18

34. Find those people.
@MandaLaceyS | #UXB18

35. Recruiting
can be
tough.
@MandaLaceyS | #UXB18

36. You
have
options!
@MandaLaceyS | #UXB18

37. Existing
users
@MandaLaceyS | #UXB18

38. Digital intercepts
@MandaLaceyS | #UXB18

39. Beware the Halo effect.
@MandaLaceyS | #UXB18

40. PRO TIP: Make your own panel
@MandaLaceyS | #UXB18

41. Tool Panel
@MandaLaceyS | #UXB18

42. @MandaLaceyS | #UXB18

43. @MandaLaceyS | #UXB18

44. @MandaLaceyS | #UXB18

45. @MandaLaceyS | #UXB18

46. Dedicated
Panel
@MandaLaceyS | #UXB18

47. Intercept site visitors
Live
intercepts
@MandaLaceyS | #UXB18

48. Be careful.
@MandaLaceyS | #UXB18

49. Which one is best?
@MandaLaceyS | #UXB18

50. Which one is best?
¯_( )_/¯
@MandaLaceyS | #UXB18

51. • You don’t
already have
users
• You need really
fast turnaround
• You’re using a
trusted tool
• You don’t need
very specific
domain
knowledge
• You have budget
• You have specific
needs that are
hard to find on
your own
• You have an
existing user
base
• You have access /
permission to
contact
• Research
requires domain
knowledge
• You’re building
for an
enterprise/
internal users
• You want to talk
to a wide spread
of general
population users
quickly
• You are not
discussing a
particularly
sensitive topic
Existing Users Tool Panel Pro Panel Intercept
@MandaLaceyS | #UXB18

52. @MandaLaceyS | #UXB18
Get them to show up.@MandaLaceyS | #UXB18

53. Money money money
Incentives
Make it easy.
@MandaLaceyS | #UXB18

54. And send reminders. @MandaLaceyS | #UXB18

55. Money money money
Incentives
Give something to get something.
@MandaLaceyS | #UXB18

56. Money money money
What would your users value?
@MandaLaceyS | #UXB18

57. Money money money
@MandaLaceyS | #UXB18
OK fine, give them cash.
@MandaLaceyS | #UXB18

58. Money money money
@MandaLaceyS | #UXB18
How much?
@MandaLaceyS | #UXB18

59. People like feeling important.
@MandaLaceyS | #UXB18

60. What about longitudinal studies?
@MandaLaceyS | #UXB18

61. Experiment.
@MandaLaceyS | #UXB18

62. In short:
1. Set clear expectations.
2. Value people’s time and effort appropriately.
3. Explore non-cash incentives.
4. Show participants how their feedback
makes an impact.
5. Don’t pay longitudinal studies all at once.
6. Experiment and switch up incentives.
@MandaLaceyS | #UXB18

63. Define who you should talk to.
Translate those traits into a screener.
Find people appropriately.
Get them to show up.
@MandaLaceyS | #UXB18

64. @MandaLaceyS | #UXB18

65. Thank you!
@MandaLaceyS
amanda.stockwell@gmail.com

66. Resources
http://uxmastery.com/how-to-write-screeners-for-better-ux-research-results/
https://uxmastery.com/why-people-participate-in-ux-research/
http://www.uxbooth.com/articles/the-essential-guide-to-writing-effective-survey-
questions/
https://io.usabilityhub.com/why-ux-researchers-should-create-a-research-panel-
d7981c647a0b
https://uxmag.com/articles/build-your-own-participant-resource-for-ux-research
@MandaLaceyS | #UXB18